ABSTRACT
An inadequate understanding of marketing’s remit or a poor grasp of marketing per se are on the whole no longer impediments, though, with most businesses now practising marketing. The issue is not whether to embrace marketing or marketing planning, but how better to resource these activities, develop the required skills and ensure that effective associated internal marketing occurs. Little internal communication, ineffectual marketing intelligence, poor coordination, flawed managerial skills, petty internal ‘politics’ and inadequate marketing resources are still severe impediments to the implementation of marketing strategies and plans. Much appears to hinge on internal marketing (cf. Brief 40) – the application of marketing within the organization to internal audiences, based on communication and developing a unified sense of purpose among employees.
